The Watches & Jewelry category has been ground for digital improvement in the past year. L2’s sixth annual Digital IQ Index: Watches & Jewelry yielded four Geniuses: David Yurman, Tiffany & Co., Alex and Ani, Swarovski. David Yurman took the top spot from Tiffany, who had reign on it for five consecutive years. And 19 brands launched new sites with better features, only one (Fred) being new to e-commerce.

The bulk of these online efforts focused on concierge services, or high-touch alternatives to e-commerce by shipment. Concierge integration on product pages is 1.4x higher in new sites than the Index average. Similarly, 26% of new sites allow online appointment booking vs. 16% of Index sites.

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The focus on improving concierge services is evident when comparing 2014 with the previous year. For example, 17% of brands reference a most recently viewed item in a customer service exchange vs. just 6% of brands in 2013.

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